Professional Documents
Culture Documents
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Frank Sims was worried as he watched the Roadway truck drive away from the
dock. Specialty Glassware (a pseudonym) was one of Roadway’s large clients. The
damage problems had been getting worse lately. He needed some Pepto Bismol. As he
intelligence. Instead of worrying about the damage and an angry customer, Frank asked
himself how he could see this as an opportunity to learn something. He watched another
truck being loaded and an idea began to take shape. He thought about the customer and
wondered if the dock workers and drivers understood their customer’s concerns. He
looked for a way to engage more people in solving the customers’ problems.
Glassware and got his help on the project. They videotaped various operations at the
laborers and salespeople about their business processes for the video.
Then Frank called a special meeting at the Roadway terminal at 10:00 PM one
night. Several of the top executives from Specialty Glassware came for the meeting with
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the dock crew. They described their vision, business, and strategy. They talked about
their customers, manufacturing processes and value chain. Frank showed the videotape
and the crew got to ask questions. At the end, each dock worker was presented with a
The dock crew was surprised and impressed that top management from one of
Roadway’s customers would put so much effort into helping them understand their
business. It made them feel good to know how their efforts fit into the big picture. They
could see how important the products were and how much care Specialty Glassware put
into serving their customer’s needs. It made them want to be more careful and find ways
to help Specialty Glassware succeed. These meetings became a story workers told new
Breakthrough Leadership
going on at Roadway Express Inc. during the last three years. Roadway Express is a
trucking company founded in 1930, with over 26,000 employees. They have 379
terminals throughout the U.S. and Canada. Existing in the highly competitive trucking
energize their employees around the country and outpace competition in the long run. In
1999, the company partnered with the Weatherhead School of Management at Case
Roadway was launched. The program produced direct and measurable results in the
company-wide safety initiative started in 1999. The rollout was so successful that:
dockworkers, union representatives and staff talk excitedly about what it means to work
their customers. Jim Staley, Roadway’s President, says, “We’re convinced we’re
developing leaders at every level of the organization. That‘s what we’re doing with EI
(Emotional Intelligence). We want to not just develop leaders in the senior management
team, but at every level…The resonance anybody can create as a leader can improve
Here’s how they made it all happen. In 1999, company leaders recognized that
culturally, Roadway needed to change. The company’s culture originated and evolved
during decades when management practice was typically more traditional. It was
characterized by hierarchy, a command and control style and in recent years average
financial performance. Top executives identified that what they needed was
emerged as “everyone is fully engaged in the success of the company and committed to
the success of each other.” The leadership program became the launch pad for attuning
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key leaders to the vision and enhancing their capabilities to achieve it. The overall
objectives were to help managers develop new knowledge, competencies and motivation
performance; and
♦ Broadening the participants’ understanding of issues that are crucial for long-term
economic performance.
A 9-day program was designed and delivered over six months. The approach
system thinking, marketing, finance and appreciative inquiry, a process for leading
change. Participants included key leaders throughout the Roadway organization, most
Thousands of studies have shown that effective leaders use more emotional
intelligence competencies every day than others in leadership positions (Goleman, 1998).
Emotional intelligence (EI) is defined as a set of competencies that derive from a neural
circuitry emanating in the limbic system. These competencies involve self-awareness and
self-management. Frank used his awareness of his own worried feelings and willingness
to be flexible to stimulate a different way of thinking about the situation. EI also includes
social awareness, which Frank used in realizing that the dock workers at Roadway
probably did not understand their customer’s challenges and concerns. By holding the
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meeting and showing the videotape, he helped them to understand Specialty Glassware at
Personal Competence
The Self-awareness Cluster:
• Emotional self-awareness: recognizing our emotions and their effects
• Accurate self-assessment: knowing one’s strengths and limits
• Self-confidence: a strong sense of one’s self worth and capabilities
Social Competence
Social Awareness Cluster:
• Empathy: understanding others and taking active interest in their concern
• Service orientation: recognizing and meeting customer’s needs
• Organizational awareness: perceives political relationships within the
organization
degree programs at The Weatherhead School of Management. The central theme focuses
on helping managers identify areas for behavior change, then giving them opportunities
to practice new habits real-time. In the degree programs, the results have been
competencies one to two years after the program. The changes are sustained at 50%
improvement five to seven years later (Boyatzis, Stubbs, and Taylor, in press; Goleman,
Boyatzis, and McKee, 2002). These dramatic results are in contrast with the typical
impact shown by above average MBA programs of 2% improvement one to two years
after a program, and the typical impact of management training showing only 10%
improvement three to eighteen months after training in industry (Goleman, Boyatzis, and
McKee, 2002).
The program guides each participant through a process of discovery called Self-
Directed Learning, shown in Figure 1 (Boyatzis, 1994; Boyatzis, Cowen, and Kolb, 1995;
Goleman, Boyatzis, and McKee, 2002). Because of the discontinuous nature of sustained
change, the process is experienced as five discoveries. The first discovery is one’s Ideal
Self, that is what he/she wants out of life and work- what his/her dreams and aspirations
are. This helps each person discover or rediscover his or her passion at work. This energy
becomes the driving motivation for making changes in their leadership behavior. After a
number of exercises, each person develops a Personal Vision statement describing their
Ideal Self.
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Figure 1. Boyatzis’ Theory of Self-Directed Learning (Goleman, Boyatzis, and McKee, 2002)
Following development of the ideal, each participant works toward the second discovery,
awareness of his or her Real Self. After receiving feedback from a 360 assessment of
coaches. In the context of their Ideal Self, this view of their Real Self allows them to
develop a Personal Balance Sheet. The Personal Balance Sheet provides a view of their
distinctive strengths, gaps (or weaknesses) close to the tipping point of effectiveness, and
With the help of coaches, each person converts their Personal Vision and Balance
Sheet into a Learning Plan for their development as a leader-- this is the third discovery
in the process. The plan provides a focus for their future efforts. It provokes them to
think of how to use their day-to-day and week-to-week experiences as the basis for
learning. In this sense, the plan helps each person convert their life and work activities
into a learning laboratory. The planning is slightly different from typical methods
because each person is encouraged to use their own style in planning (not imposing a one
planning method for all), learning style preferences and flexibility, and structure of their
life style. The experimentation and practice occurs on the job, as evident in Frank’s
the entire process-- the development of trusting relationships that help and encourage the
person at each step in the process. It is here that coaches become so crucial to change.
The coaches help a person reflect and develop their dreams and aspirations, look at the
way they come across to others, identify strengths and weaknesses and overcome blind
spots in their leadership style. The coach helps the person “reality test” their learning
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plan. This includes finding ways to work on the goals during their typical work and life
During the experimentation and practice, coaches help a person keep track of and reward
“understand both the big picture (i.e., how Roadway will be successful) and their
personal role in the big picture (how does their role affect the customers and the financial
results). That is referred to as ‘line of sight.’ Ultimately, each employee must be able to
learning model of change described earlier at the organizational level. Using Appreciative
Inquiry (Cooperrider and Srivastva, 1990) to convene large group meetings, people were
brought together to discover and articulate their organizational “Ideal”. They told stories
about times when they were at their best and proud to be a part of Roadway, times when
they served their customers, and made money. They also examined how the company is
The meetings were called Summits. Each Summit was organized around a major
Team Sell approach.” They invited people from all of the stakeholder groups involved in
this topic. Groups of 200-300 people met for several days. They identified their
At the end of the Summit, they broke into small groups to analyze a better way for
Roadway to address the overall theme. They developed a Learning Agenda for the
company about an aspect of theme of that Summit. The study groups, or action learning
teams, met regularly to analyze the specific issue over several months. To model
effective large group management, the last segment of each Summit was spent discussing
how well time was used and participants’ reactions to the Summits. These were
emotional and exciting moments when truck drivers and business managers would talk
about how proud they were to be in a company that asked for their views and cared about
As they worked in action learning teams, they practiced new leadership behavior
organizational norms. They are developing their new culture while solving real problems.
They are also forming trusting relationships that are the basis for a new Roadway culture.
An example of how the culture changed and new leadership emerged was evident
in an incident in which a mechanic and a driver discovered a way to save the company
$130,000 per year on one route. Remembering that the company has 379 terminals, each
with numerous routes, they expect dramatic savings for this one incident alone.
A mechanic, a driver and the terminal manager discussed the problem of delays in
getting the drivers on the road. Overweight shipments forced the dock workers to unload
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some of the freight to get within required weight limits. This took time and cost the
company money as drivers sat waiting, with possible cascade effects on delaying other
shipments. Coming from a Summit, the mechanic and the driver felt inspired to take
initiative, to think for themselves and figure it out. They started analyzing the situation
that evening. Sitting in the mechanic’s kitchen, with post-it notes, they mapped out the
process and issues. They decided to bring others from the terminal into the discussion and
After several meetings, his kitchen looked like it had new wallpaper. His wife
thought it was annoying but deferred to his enthusiasm and let him continue to use the
kitchen as his workroom. They finally realized that the problem was related to the new
trucks. But the goods being shipped had similar weights and the various trucks were just
about the same weight. Sitting around the kitchen table late one night, staring at the wall
of yellow notes, they realized that the new trucks had larger fuel tanks. Their practice of
always topping off the tanks was leading to greater weight of the truck and its fuel. That
left less weight allowance for the freight. Some calculations about their typical routes
revealed that they could make the deliveries by filling the tanks to three quarters and use
the remaining weight for freight. The mechanic and driver felt responsible for helping
Roadway feels like a new company in an old business. The results of the
Breakthrough Leadership program have been dramatic for the company. The people of
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Roadway have gotten excited about being leaders. Through working on their emotional
intelligence, they have expanded the possibilities for their personal impact. Its effect has
been contagious. Inspiration and energy have spread throughout the company. A new
culture has emerged, one in which people are motivated and innovative. Their customers
are excited about the change as well. The new Roadway is surpassing many of their
competitors in revenue and net profit growth through savvy acquisitions, cost savings,
and an atmosphere of excitement, especially during a period that has not been kind to the
industry.
Does this story remind you of your recent executive education experience or
the power of emotional intelligence to ignite excitement in your organization. You will be
References
Boyatzis, R.E. (1994, August). Stimulating self-directed learning through the Managerial
Boyatzis, R.E., Cowen, S.S., & Kolb, D.A. (1995). Innovations in professional
Bass.
Boyatzis, R.E., Stubbs, L., and Taylor, S. (in press). Learning cognitive and emotional
Goleman, D., Boyatzis, R.E., and McKee, A. (2002). Primal leadership: Realizing the